Unilever Grills Tech Giants on Ads, Says Dollars Up for Grabs
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Consumer-goods giant Unilever Plc said it would shift marketing spending to platforms that do the best job of reporting how ads are performing, a challenge to dominant players such as Alphabet Inc.’s Google and Facebook Inc.
“I’m making it really clear, over and over again,’’ said Keith Weed, Unilever’s chief marketing officer, after meeting representatives from Twitter Inc. and Snap Inc. at the Cannes Lions advertising conference in the south of France. Companies that improve their reporting standards “will get more of my ad dollars,” said the executive, whose company sells everything from Dove soap to Colman’s mustard to Vaseline.